B2C omni-channel uniting user experience, data and intelligent marketing

Fri Bikeshop is the largest bike retailer in Denmark with 88 shops across the country.


Fri Bikeshop wanted to reinvent their business strategy based on the idea that optimal biking pleasure comes from choosing the right bike and equipment to suit individual needs. To offer the best possible customer experience across all channels, Fri BikeShop wanted a single platform solution capable of bringing brick-and-mortar and ecommerce together.

Dynamicweb as a solution

Fri BikeShop use the Dynamicweb All-in-One platform integrated with their own product catalog. A custom frontend logic is built on top of Dynamicweb's ecommerce, which connects with Context Cart.

Based on Fri BikeShop’s own stock API, it is determined whether the customer is sent through the standard purchase flow, or if they place the order as a quote. The last option helps generate qualified sales leads for local Fri BikeShop’s stores.

A central aspect of the development and design of Fri BikeShop's new website was to provide customers with a clear and smooth experience. The solution is intuitive, easy to navigate and helps customers find their desired products from any device. Every purchase and consumer flow is carefully designed to accommodate consumer behavior and choices.


The final omni-channel solution is integrated to ‘Free Update’, an intranet used for allocating “try the bike” bookings to local stores and employees. This integration is essential for brining customers to the local stores for the best possible shopping experience. The setup helps local dealers customize the shop experience by preparing the demo ride and sales material before the customer arrives. In this way, the entire flow is built for supporting the omni-channel customer experience with a series of smart features:

• See where the specific bike is in stock and order online – made possible by intelligent stock management and business rules.

• Book a test ride from your local shop by using the “pick and try” concept built on the integration between the ecommerce and the Fri Bikeshop intranet.

• Cross-and upselling options during checkout flow through compiled from relevant accessories and service agreements compatible with the order.

The interaction between the ecommerce and the physical stores is an essential part of the new business concept and has been a huge success since the launch. More than 800 test ride bookings each week, pressure is on the current intranet solution and stock to keep up with the growing demand.

The integration between the ecommerce solution, the intranet and cash register ensures full control of the entire value chain and supports the internal communication and order handling.

The solution unites optimal user experience, data and intelligent marketing in a single platform solution uniting all online and physical business processes. With a clear drive2store strategy and a dedicated approach to delivering the best possible customer experience, the solution has created significant results that cement Fri Brikeshop as the largest bike retailer chain in Denmark.

Preliminary results

• 142% more conversions
• 382% increase in online revenue
• Thousands of test-ride bookings
• 98% more visitors from mobiles and tablets
• 1,400% more shop requests
Mathias Duelunde, Commerce Manager, Fri BikeShop
"The collaboration with No Zebra has been very effective and profitable throughout the entire process. Their agile approach and business mindset have significantly improved our digital presence. The solution has not only bridged our online universe and physical store environments, it has also generated a strong growth."
- Mathias Duelunde, Commerce Manager, Fri BikeShop
Fri BikeShop
Fri BikeShop
B2C, Marketing, Retail
No Zebra ApS

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